System and Method for Tracking User Activity in an Incentive Award System

ABSTRACT

A method of efficiently detecting a visit to a web site participating in an incentive award program, wherein the visit is detected at an information gathering system and wherein the information gathering system provides the incentive award program, the method including receiving a request message from a user including an award identifier, wherein the award identifier is associated with a predefined user activity and wherein the user sends the request message by activating a hyperlink presented on the participating web site during the visit; identifying a desired destination based on the request message received from the user, wherein the hyperlink advertises the desired destination to the user and wherein the desired destination is distinct from an address of the information gathering system at which the request message is received; and sending a redirect message to the user, wherein the redirect message includes an Internet address of the desired destination.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. application Ser. No.11/770,994 filed Jun. 29, 2007, titled “Demographic InformationGathering and Incentive Award System and Method,” which is acontinuation of U.S. application Ser. No. 09/080,946 filed May 19, 1998,titled “Demographic Information Gathering and Incentive Award System andMethod,” the disclosure of which is incorporated herein by reference inits entirety for all purposes.

TECHNICAL FIELD

The present disclosure relates in general to efficiently detecting avisit to a web site participating in an incentive award program, whereinthe visit is detected at an information gathering system and wherein theinformation gathering system provides the incentive award program.

BACKGROUND

Networked environments such as the Internet allow people using localnetwork devices to request information from remote network devices.Typically the local network device is a personal computer (PC) executingclient software (e.g., a web browser); the remote network device is aserver executing server software; and the network is the Internet. Therequested information could be a web page containing information relatedto a hyperlink. For example, a user (web site visitor) may request a webpage about baseball, from a more general web page about sports, byselecting a picture of a baseball with a pointing device such as amouse. Once the selection is made, the local device sends a message tothe remote device via the network. The message typically includes thedomain and the name (i.e., the address) of the requested information, aswell as information uniquely identifying the local device. Often,several messages are exchanged between the client and the server,further specifying the identity and capabilities of the local device.

Frequently, the proprietor of a particular web site desires informationabout the people requesting information from his web site. Thisdemographic information allows the proprietor to tailor the content ofhis web site to the preferences of its visitors. For example, if aparticular page is visited frequently by a particular demographic group(e.g., teen males), then the web site proprietor could target thatdemographic group when selecting content such as advertising banners.Ordinarily, only limited demographic information such as browser versionand the address of the local device are available for collection by theserver. This limited demographic information is typically inadequate formost content tailoring, because it contains very little personalinformation about the visitor.

A common technique to overcome this drawback is to develop a profile foreach visitor by requesting or requiring each visitor to fill out aquestionnaire on their first visit. Profile information gathered fromthe questionnaire is then stored locally in a small file called a cookieon the visitors PC. Alternatively, the information is stored on theserver and correlated to an identification number or password associatedwith the visitor. Regardless of the manner in which the profiles arestored, each time the visitor returns to the web site, his profileinformation is associated with the requests he makes, creatingtransaction information for subsequent analysis and content tailoring.

However, this technique suffers from certain drawbacks. Often, visitorsare irritated by the inconvenience of multiple questionnaires frommultiple web sites asking the same questions over and over. In fact,this may have the detrimental affect of averting visitors from suchsites. Further, many visitors are unwilling to disclose personalinformation for fear it may compromise their privacy. Often, visitorsprefer anonymous browsing in an effort to reduce junk e-mail. Althoughmany web sites guarantee anonymity, others do not. Investigatingindividual proprietors privacy policies while browsing can beburdensome. Still further, collection of demographic information byindividual proprietors precludes analysis by that proprietor that goesbeyond his particular web site. For example, a web site proprietor maywant to know what percentage of visitors to any web site (not just hisown) are teen males.

SUMMARY

In accordance with a first aspect, a method of efficiently detecting avisit to a web site participating in an incentive award program, whereinthe visit is detected at an information gathering system and wherein theinformation gathering system provides the incentive award program, themethod including receiving a request message from a user including anaward identifier, wherein the award identifier is associated with apredefined user activity and wherein the user sends the request messageby activating a hyperlink presented on the participating web site duringthe visit; identifying a desired destination based on the requestmessage received from the user, wherein the hyperlink advertises thedesired destination to the user and wherein the desired destination isdistinct from an address of the information gathering system at whichthe request message is received; and sending a redirect message to theuser, wherein the redirect message includes an Internet address of thedesired destination.

In some embodiments, an information gathering system offering incentiveawards to registered users and adapted to efficiently detect a visit toa participating web site includes a profile server storing a pluralityof user profiles; an address associated with the information gatheringsystem; and a control circuit communicatively coupled to the profileserver, including a receiving routine adapted to receive a message froma user, wherein the message is sent in response to the user activating ahyperlink presented by the participating web site, the message includingan award identifier uniquely identifying an incentive award offered bythe participating web site, wherein the hyperlink appears to the user aspointing to a desired destination distinct from the address of theinformation gathering system; and a redirection routine adapted toidentify an address of the desired destination and send a redirectmessage to the user, the redirect message including the address of thedesired destination.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other features and advantages of the present invention willbecome more apparent from a detailed consideration of the followingdetailed description of certain preferred embodiments when taken inconjunction with the drawings in which:

FIG. 1 is a block diagram of a computer network capable of utilizing thepresent invention;

FIG. 2 is a block diagram showing a web site, suitable for use as theweb site depicted in FIG. 1, along with the data files it serves;

FIG. 3 is a block diagram showing a client, suitable for use as theclient depicted in FIG. 1, along with a constructed web page;

FIG. 4 is a block diagram showing a profile server, suitable for use asthe profile server depicted in FIG. 1, along with a profile database;

FIG. 5 is a block diagram showing a transaction server, suitable for useas the transaction server depicted in FIG. 1, along with a transactiondatabase;

FIG. 6 is a flowchart of a program that can be implemented by thetransaction server 18 to monitor network usage; and,

FIG. 7 is a block diagram of an apparatus, suitable for use as theapparatus depicted in FIG. 1.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

Although the following description focuses on the Internet connectingpersonal computers to servers, persons of ordinary skill in the art willreadily appreciate that the techniques of the present invention are inno way limited to the Internet, personal computers, or servers. On thecontrary, any system which might benefit from tracking usage, relatingthat usage to user profiles, and/or from motivating users to use thesystem in predetermined ways may employ the techniques shown herein.

Generally, a system employing the present invention provides web siteproprietors with demographics information about the users who visittheir web sites, and provides web site visitors with incentive awards(i.e. points) in exchange for providing the demographics information andvisiting the web sites. Anyone who uses the Internet can be aparticipating web site visitor. To participate, a user must visit aregistration web site and complete a questionnaire. The questionnaire isdesigned to solicit various demographics data of interest to web siteproprietors. For example, a profile may include a participating user'sage, income, occupation, etc. Once the questionnaire is completed, aprofile server 16 sets up an account for the newly subscribing user andsaves the user's demographic profile to a database 40 (see FIG. 4).Significantly, the user need only register once. Optionally, theparticipant may thereafter earn additional points by completingsupplementary questionnaires. These new questionnaires expand the user'sprofile with new information or update the user's profile wheninformation becomes outdated.

The profile information is then associated with identificationinformation unique to the participant and stored in memory. The profiles(i.e., profile information with identification information) arepreferably stored in a database 40 on a profile server 16 (see FIG. 4).However, each profile could be stored on the associated user's localdevice or in some other manner. In any event, the identificationinformation is stored on the user's local device, typically as a cookie,to identify the user on subsequent visits to participating sites.Preferably, the identification information comprises a uniquealphanumeric string (e.g., a serial number).

After registering, a user can enjoy the benefits of the system byvisiting the web sites of one or more participating web siteproprietors. Preferably, the web sites of participating proprietors willinclude a message identifying the site as one included in the program.For example, a logo indicating the number of points that may be earnedcould be displayed on an ad banner. The system automatically awardspoints to deserving users without requiring the users to manually leavethe web site awarding the points. In this sense, the system isdistributed. It works behind the scenes of numerous, typically unrelatedweb sites to monitor network usage and award points to visitingregistered users.

Periodically, the system develops a report for each participating website proprietor providing a demographics profile of the participatingusers that visited the site. The report is developed from theinformation gathered at the site in question and the system's database40 of demographic profiles for participating users.

If they wish, each individual site proprietor can customize their siteto request participating visitors to perform certain tasks such asanswering questions or visiting certain pages. By performing therequested tasks, the participating user will be awarded points that canbe redeemed for products or services at a later date. However, specifictasks need not be required in this manner. Instead, merely visiting aparticipating web site is preferably sufficient to obtain award points.

In addition to the registration site, the system provides redemptionsites which participating users can visit to convert the pointsaccumulated by visiting sites into products or services. The systemautomatically accepts redemption orders, places purchase orders withvendors for the requested product or service, and, where applicable,directs the vendor in question to deliver the redeemed products to theredeeming user. The points are automatically deducted from theparticipant's account, preferably located on a profile server 16.

A significant feature of the system is its ability to permit web siteproprietors to create their own business rules governing thedistribution of points. For example, a web site proprietor can selectany number of points to be given visiting users; can specify activitiesor questions that must be completed by the visitor before points areawarded; and/or can limit the frequency at which users can be awardedpoints for visiting the site (e.g., once a year, once a month, etc.). Asa further example, a web-site owner can provide two questionaires tovisitors and award more points to visitors that answer the moreextensive questionnaire than to visitors that choose to answer the morelimited questionnaire. The points a web site awards are preferablypurchased from a central provider at a premium over their redemptionvalue. For example, an apparatus 8, as described below, could serve assuch a central provider.

Apparatus 8 constructed in accordance with the teachings of theinvention is shown in FIG. 1 in a preferred embodiment. A communicationchannel 10 is shared by the apparatus 8, a plurality of clients 12, andweb site servers 14. A client 12 is a consumer of information (e.g., aweb site visitor) and a web site server 14 is a provider of information.Although a client could take on many forms, such as a telephone, pager,kiosk, teller machine, reservation system, etc., in the typical case forthe Internet, the client 12 is implemented as a personal computer.

Clients 12 request pages of information from the web sites 14 bytransmitting a request message to an address where desired informationis located. Typically this is accomplished by selecting a hyperlink thatpoints to the desired page. Hyperlinks are usually pictures orhighlighted words. A user may select the hyperlink in a variety of knownways. For example, the user could click on the hyperlink with a mouse orother pointing device. The user may or may not be a participating user(i.e. profile information may or may not be stored in the apparatus 8for this user). The address specifies the name of the desired page andthe domain in which it is located. For example, “www.xyz.com/sports”specifies the sports page in the www.xyz.com domain. In the typicalinstance, the web site 14 receives the request and responds with amarkup file 20. The markup file 20 specifies the layout of the requestedpage and any content files 22 needed to construct the page (see FIG. 2).Subsequently, the client 12 receives the markup file 20 and makesfurther requests for the content files 22. As the files are received,the constructed page 30 is displayed on the client 12 (see FIG. 3).

Typically, hyperlinks point to a page associated with the link. Forexample, a picture of a baseball might lead to a web page aboutbaseball. However, in the preferred embodiment, participating web sitesmay include hyperlinks that appear to point to an associated page, butactually point to a transaction server 18 resident in the apparatus 8(see FIG. 1 and FIG. 5). Preferably, included in the hyperlinkinformation is an award id 24. The combination of the award id 24 andthe address of the hyperlink is unique within the domain of this webpage. Further, all domain names are unique, therefore, the combinationof domain name, address, and award id 24 is unique across the entirenetwork and may be used to determine the ultimate destination of ahyperlink.

When a user selects a hyperlink that points to the transaction server18, messages are transmitted to the transaction server 18. Thesemessages may include the award id 24 associated with that hyperlink,user identification information, and the intended destination of thehyperlink. For the purpose of properly processing received messages, theapparatus 8 is provided with means for determining whether the userassociated with a received message is a registered user. Preferably, thedetermining means makes this determination by retrieving theidentification information stored on the user's local device (e.g., thecookie) and checking it against a local list of registered participants.Instead of a local list, the transaction server 18 could query theprofile server 16 to access data stored on that server. Optionally, thetransaction server 18 and the profile server 16 could be implemented asthe same device. In an alternate embodiment, means associated with theparticipating web sites determine whether a web site visitor is one ofthe participating visitors. For example, software instructions operatingin a microprocessor could query the registration server to determine ifa web site visitor is a participating visitor. Alternatively, theparticipating web site could search a local list of participatingvisitors.

If the transaction server 18 determines that the user is not aparticipant, then it translates the award id 24 into an address thatdoes point to an associated page (e.g., picture of baseball to abaseball page). This translation could be performed with a look-up tableor by parsing the transmitted messages. Subsequently, the transactionserver 18 preferably sends a message to the client 12 redirecting it tothe associated page. The client 12 then requests the associated pagefrom the appropriate web site 14. Alternatively, the non-participatinguser could be redirected to a registration page or temporarily shown apage about how points could have been earned if he were registered, andthen subsequently redirected to the associated page.

If the transaction server 18 determines that the user is a participant,it records data associated with the transaction in a transactiondatabase 50 (see FIG. 5). For example, the transaction database 50 mayinclude the participant's identification information, the award id, theaddress of the desired web page, and the time of the request.Alternatively, the data associated with the transaction could be storedby the profile server 16.

Optionally, the transaction server 18 includes means for awardingincentive points to participating web site visitors. Although a personwith ordinary skill in the art will readily appreciate that the awardingmeans can be implemented in many ways with out departing from the scopeof the invention, in the preferred embodiment the awarding means isimplemented by software instructions operating in a microprocessorresident in apparatus 8.

Preferably, certain conditions must be met before points are awarded.These business rules are preferably unique to a participating web siteand are preferably defined by that web site's proprietor. The businessrules are preferably stored on the transaction server 18 and indexed bythe award id. However, the business rules could optionally be stored onanother server and retrieved. To determine if the participant identifiedby the identification information is eligible for the award identifiedby the award id, the awarding means tests the rules againstcircumstances specific to the participant. For example, the awardingmeans may award points because it determines that this visit is a firstvisit by this participant. Similarly, the awarding means may awardpoints because it determines that a predetermined amount of time haselapsed since this participant's last visit. The size of the award (i.e.number of points awarded) could vary from visit to visit and ispreferably determined by the web site(s). Further, the awarding meansmay refuse to award points because it determines that this visit is notthe first visit by this participant. Similarly, the awarding means mayrefuse to award points because it determines that a predetermined amountof time has not elapsed since this participant's last visit. Optionally,the participant may earn points by completing certain tasks. Forexample, the participant may be asked to respond to a question or seriesof questions in exchange for a predetermined number of points.

Each web site could have a local business rule determining means or websites could share one or more centralized determining means. Forexample, the determining means may be located proximate to a serverassociated with a web site. Alternatively, the determining means may belocated proximate to the registration server. Further, the circumstancesspecific to each participant may be stored at the transaction server 18,on each participant's client, and/or on the profile server 16. In theevent that information stored on a remote device is required to resolvea business rule, the determining means could query the appropriatedevice.

Preferably, if points are awarded the transaction is recorded, theparticipant's account is updated, and the award id 24 is translated intoan address that points to an associated page. As in the non-participantcase, the transaction server 18 preferably sends a message to the client12 redirecting it to the associated page, and, the client 12 requeststhe associated page from the appropriate web site 14. Alternatively, theparticipating user could optionally be temporarily shown a page abouthow many points he earned, then redirected to the associated page; or,the participating user could optionally be redirected to a page based onhis profile information. For example, a participant requestinginformation about local restaurants could be redirected to a page thatis local to him based on his address. Periodically (e.g., once a day),the participant's account is updated using the transaction information.

The apparatus 8 is preferably provided with means for developingdemographic information concerning visitors to web sites 14. Thisdeveloping means can be implemented as means for associating thedemographic information of a participating user with a visited web site14. The developing means or the associating means may include softwareinstructions operating in a microprocessor that correlate the web pagevisited and visitor identification information with information in theprofile database. For example, the percentage of males visiting aparticular web page or web pages could be calculated be looking up eachparticipating visitor in the profile database, checking a field in thedatabase for sex, and tabulating the results.

If, due to the controlling business rules of the visited site 14, nopoints are awarded, the transaction may be still recorded, but theparticipant's account is not updated. As before, the award id 24 istranslated into an address that points to an associated page.Preferably, the transaction server 18 sends a message to the client 12redirecting it to the associated page, and, the client 12 requests theassociated page from the appropriate web site 14; or, the participatinguser could optionally be redirected to a page based on his profileinformation. Alternatively, the participating user could be temporarilyshown a page informing him that no points were awarded, then redirectedto the associated page.

A flowchart of a program that can be implemented by the transactionserver 18 to monitor network usage in accordance with the teachings ofthe present invention is illustrated in FIG. 6. The programmed steps aretypically performed by a control circuit such as a microprocessor as isconventional. Once the program is initiated the control circuit waitsuntil it receives a message, such as a request for information from aparticular network address (block 60). Preferably the request is atransport protocol (HTTP) message such as a hypertext transport protocolmessage. Typically, the information (e.g., a particular web page) isrelated to a particular domain in the network (e.g., a particular website).

Subsequently, the control circuit receives identification informationfrom the client 12 making the request (block 62). The identificationinformation may be any identifier such as a network address, anidentification number, and/or a user name. Accordingly, the controlcircuit determines whether the user is a registered user (block 64) bywaiting for valid identification information. If valid identificationinformation is received, then the user is a registered user. Preferably,the identification information is an encrypted cookie. Alternatively,the identification information is checked against a predefined set ofregistered users. In the event that the control circuit determines thatthe client 12, browser, or the identification information is notassociated with a registered user, it optionally transmits informationto display a message informing the user about how points could have beenearned if he were a registered participant (block 66). Subsequently, thecontrol circuit transmits additional information to the client 12 fromwhich the identification information originated (block 78). Thisadditional information preferably includes a message redirecting abrowser on the client 12 to request the desired information from theappropriate location; or, the participating user could optionally beredirected to a page based on his profile information.

In the event that the control circuit determines that the identificationinformation is associated with a registered user (block 64), it maydetermine what domain the requested information is related to (block68). Typically, the domain name is included in the hyperlink and in themessage requesting the information. For example, a request for a desiredweb page includes the address of the web page, which includes thedomain. Alternatively, the domain name may be in the look-up table usedto translate an award if into an intended destination.

Further, the control circuit may determine whether the user isassociated with a predefined profile type. For example, the controlcircuit may be programmed to determine if the user is male. Thisdetermination can then be used in a variety of ways. For example, itcould be stored in the transaction database 50, included in a report,used to determine the number of incentive points to award, or used todetermine what messages to transmit. To determine if a user matches apredetermined profile type the control circuit could query the profiledatabase 40 using the received identification information and comparethe results of the query with the predetermined profile type.Alternatively, any other database containing the appropriate informationcould be used (e.g., a subset of the profile database located on thetransaction server 18).

Subsequently, the control circuit associates the request for informationwith the identification information and preferably stores the associateddata in a database 50 on the transaction server 18 at a block 70 (seeFIG. 5). However, the database may be stored on the profile server 16,on a client 12, on several clients 12, or on some other device. Further,the database could be queried over the communication channel 10 or oversome other communication means such as a dedicated connection.Optionally, the control circuit awards or adjusts incentive points(block 72). The number of incentive points awarded is preferably basedon business rules established by the web site proprietor. The businessrules are preferably stored on the transaction server 18. However, thebusiness rules may be stored on the profile server 16, on a client 12,on several clients 12, or on some other device. The business rulescompare the current transaction to relevant parameters such as timesince last visit and profile information to determine the number ofpoints to be awarded.

Further, the control circuit may transmit other messages, such as ane-mail message (block 74). The e-mail message could be composed based onthe predefined profile associated with the user. For example, if aregistered user requests information related to a new car purchase, adealer in the user's area could be determined by the user's locationinformation, and a personalized invitation for a test drive could besent to the user on behalf of the dealer if the user is over a certainage and income level. Still further, the control circuit may transmitother messages, such as information to display a message informing theuser about how many points were awarded or that no points were awardedand why no points were awarded (block 76). For example, on a first visita participating user may be informed that he earned 500 points, but on asubsequent visit on the same day the participating user may be informedthat no points were awarded and that he should return in 24 hours.

In response to receiving the request for information, the controlcircuit transmits a representation of the requested information (block78). For example, the representation may be a web page, or the networkaddress of a web page instructing the client 12 to request theinformation from a particular web site 14 (e.g., a redirection message).As a result the desired information is typically displayed on the client12.

A block diagram of a device suitable for use as the apparatus 8 isillustrated in FIG. 7. The device comprises a set of coupled circuits,such as software instructions operating in a microprocessor. Messagesrequesting information arrive over the communication channel 10. Meansfor receiving, such as a receiver circuit 80, capture the message forprocessing in a known manner. The domain of origin and/or the domain ofthe desired information is determined by means for determining, such asa domain classifier circuit 82. Preferably, the domain classifier 82parses the message to determine the domain of origin and/or the domainof the desired information. Similarly, means for determining whether theuser is identified in a database, such as an identifier circuit 84,examines the message for identification information. Preferably, theidentification information is a cookie retrieved from the client 12.Portions of the message, including the domain and identificationinformation are preferably stored by means for modifying. For example, atransaction logger 86 may send instructions to the transaction server 18for such purposes. Similarly, means for storing and adjusting incentivepoints, such as a point awarder circuit 88, modify point information onthe profile server 16. Means for transferring information between thetransaction server 18 and the profile server 16 allow informationdestined for one to be stored on the other and then updated. Forexample, the transaction information is preferably transferred to theprofile server periodically. Means for transferring preferably include atransceiver on each of the devices and a network connection.

In summary, persons of ordinary skill in the art will readily appreciatethat a demographic information gathering system and method have beenprovided. Users of systems implementing the teachings of the presentinvention can enjoy network browsing with increased privacy, unfetteredby redundant questionnaires. Further, these users may be rewarded fortheir activity. Proprietors of such systems can benefit from thecollection of demographic information across domains as well asincreased traffic.

The foregoing description has been presented for the purposes ofillustration and description. It is not intended to be exhaustive or tolimit the invention to the precise form disclosed. Many modificationsand variations are possible in light of the above teachings. It isintended that the scope of the invention be limited not by this detaileddescription, but rather by the claims appended hereto.

1. A method of efficiently detecting a visit to a web site participatingin an incentive award program, wherein the visit is detected at aninformation gathering system and wherein the information gatheringsystem provides the incentive award program, the method comprising:receiving a request message from a user including an award identifier,wherein the award identifier is associated with a predefined useractivity and wherein the user sends the request message by activating ahyperlink presented on the participating web site during the visit;identifying a desired destination based on the request message receivedfrom the user, wherein the hyperlink advertises the desired destinationto the user and wherein the desired destination is distinct from anaddress of the information gathering system at which the request messageis received; and sending a redirect message to the user, wherein theredirect message includes an Internet address of the desireddestination.
 2. The method of claim 1, wherein receiving a requestmessage from a user further includes receiving a hypertext transportprotocol (HTTP) request and receiving an Internet domain associated withthe desired destination; and wherein the hyperlink is one of ahighlighted text or a banner including at least one image.
 3. The methodof claim 2, wherein the hyperlink communicates to the user a size of anaward corresponding to the award identifier.
 4. The method of claim 1,wherein sending a redirect message to the user includes: sending a firstredirect message in response to detecting that the user is registeredwith the information gathering system, wherein the information gatheringsystem maintains a profile for each registered user; and sending asecond redirect message in response to detecting that the user is notregistered with the information gathering system.
 5. The method of claim4, wherein sending a first redirect message includes receiving a validuser identifier in the request message, wherein the valid useridentifier uniquely identifies the user within the information gatheringsystem.
 6. The method of claim 4, wherein sending a first redirectmessage includes customizing the first redirect message according to theprofile of the registered user, wherein the profile includes demographicinformation.
 7. The method of claim 1, further comprising: presenting aninterstitial confirmation web page to the user in response to detectingthat the user is registered with the information gathering system,wherein the interstitial confirmation web page includes informationrelated to an actual award earned by the user; and presenting aninterstitial incentive web page to the user in response to detectingthat the user is not registered with the information gathering system,wherein the interstitial incentive web page includes information relatedto a potential award which the user could have earned if the user hadregistered with the information gathering system.
 8. The method of claim1, wherein identifying a desired destination based on the requestmessage includes looking up the desired destination in a table indexedby the award identifier.
 9. The method of claim 1, wherein receiving arequest message from a user further includes receiving the desireddestination embedded in the request message.
 10. An informationgathering system offering incentive awards to registered users andadapted to efficiently detect a visit to a participating web site, thesystem comprising: a profile server storing a plurality of userprofiles; an address associated with the information gathering system;and a control circuit communicatively coupled to the profile server,including a receiving routine adapted to receive a message from a user,wherein the message is sent in response to the user activating ahyperlink presented by the participating web site, the message includingan award identifier uniquely identifying an incentive award offered bythe participating web site, wherein the hyperlink appears to the user aspointing to a desired destination distinct from the address of theinformation gathering system; and a redirection routine adapted toidentify an address of the desired destination and send a redirectmessage to the user, the redirect message including the address of thedesired destination.
 11. The system of claim 10, further comprising alook up table, wherein the look up table translates the awardingidentifier into the address of the desired destination.
 12. The systemof claim 10, wherein the hyperlink includes an indication of a size ofthe incentive award.
 13. The system of claim 10, wherein the messageconditionally includes a user identifier, wherein the user identifieruniquely identifies a profile of the user in the profile server, whereinthe user is included only if the user is registered with the informationgathering system.
 14. The system of claim 13, wherein the redirectionroutine is further adapted to adjust the redirect message according tothe user profile if the message includes a valid user identifier. 15.The system of claim 13, wherein the redirection routine is furtheradapted to direct the user to a local business based on an address ofthe user stored in the user profile if the message includes a valid useridentifier.
 16. The system of claim 13, wherein the redirection routineis further adapted to display a confirmation page to the user prior tosending the redirect message, wherein the confirmation page confirmsawarding of the incentive award to the user.
 17. The system of claim 10,wherein the redirection routine is adapted to display an incentive pageto the user prior to sending the redirect message if the message doesnot include a valid user identifier, wherein the incentive page includesan invitation to register with the information gathering system.
 18. Thesystem of claim 17, wherein the incentive page further specifies a sizeof the award which the user could have received if the user hadpreviously registered with the information gathering system.
 19. Thesystem of claim 10, wherein the message further includes a destinationdomain identifier associated with the address of the desireddestination, and wherein the system further comprises a look up table,wherein the look up table is configured to translate the awardingidentifier and the destination domain identifier into the address of thedesired destination.
 20. The system of claim 19, wherein the destinationdomain identifier is included as a hostname in a system domainidentifier, wherein the system domain identifier is associated with theaddress of the information gathering system.